Good post Dale.

I think the "AIDA" while very effective for decades could actually be enhanced

Here is one possible way of doing it...

A = Attention

I = Interest

C = Credibility-- Explain and supply supporting information on why your prospects should believe you. Testimonials & case studies are just the thing the doctor ordered!

B = Benefits-- List out all the benefits the prospect is going to get by dealing with you.

S = Scarcity-- Scarcity sells! Make sure it's included in your marketing piece.

A = Action

W = Warn them what will happen if they don't buy your product or service.

N = Design the offer so they are encouraged to act now and not let it slip their minds. Include extra bonuses for responding now!